Dealing with ethical issues in public relations requires an immediate response to address the media and the public. The company should have a designated spokesperson in case any situation like this should arise. Ethical issues can produce backlash in the media and a poor public perception, which can hurt a company's sales if not dealt with quickly. It is also important to be honest in your response -- otherwise the situation could become worse if the public finds out.

Crisis Communications

Crisis communication in public relations is defined as the communication a company has with the public directly following an emergency. According to research at Northern Illinois University, a crisis is "any situation that threatens the integrity or reputation of your company, usually brought on by adverse or negative media attention." It is important to have a crisis communication plan for dealing with ethical issues. The plan should include who the official spokesperson will be, who will draft the official statement and which media contacts you can rely on to get your side of the story out.

Public Address

Address the public as quickly as possible. Acknowledge and admit the ethical issue -- do not pass the blame to someone else. Have your official spokesperson outline a plan for the public, detailing how you will ensure the ethical issue won't be a problem again. Have your spokesperson available for a question-and-answer session with members of the press.

Statement of Ethics

Craft a statement of ethics for your company or business and send a memo to all employees letting them know about it. The statement of ethics should include a statement about inter-office relationships, politics and reporting misconduct. Emphasize that strict adherence is important, and detail the consequences of violating the statement of ethics. A first-time minor offense could be a writeup; however, a large violation or repeat violations should result in termination of the employee.

Commitment

Demonstrate commitment to new ethical policies. Partner with a local nonprofit to do work in the community to generate public goodwill. A large donation or a day of community building can generate enough positive media coverage to make the ethical violation become old news. It is important to regain the trust of the public. Helping improve the community they live in is a good way to start.

About the Author

Kristina Allen began writing professionally in 2009. She has written editorial content as well as marketing collateral for a number of corporations and small businesses like Comcast Cable and Come Recommended. Allen holds a Bachelor of Arts in public communication from Florida Atlantic University and is pursuing a Master of Arts in communication from the same university.